Facebook is introducing a new household audience feature that will let companies direct adverts to entire families or to specific people within a household. The tool could help aim adverts at people who influence purchasing decisions and other adverts to the people making the actual purchases.
Here’s how it works:
- The company selects the audience they want to target
- They uploads the custom audience data to Facebook (names and address, email addresses etc.). This may be data from their own systems or purchased data.
- They turn on the household audience feature to reach not just the person they’re targeting, but also other people in the same household.
Facebook is open about wanting to shift TV advertising to their platform. Facebook executives said they’ll be able to identify members of the same household based on data, such as their familial relationships on Facebook, but also based on the frequency of shared check-ins or where they access the internet i.e. clever guesswork.
The tool might also be used to reduce wasted advertising spend. For example, if someone has already bought a household-specific product or service e.g. Netflix subscription, an Airbnb reservation—then based on the customer database, the marketer and Facebook know to stop showing such adverts to that household.
Along with the added targeting, Facebook is adding additional measurement capabilities. This will appear in the Adverts Reporting dashboard and show how campaigns perform in terms of getting results across members of a household. Metrics will include how many households the advertising reaches, along with the frequency at which they were reached. It’ll also potentially show how an advert shown to one person affected a purchase made by someone else.
Examples of how the new feature may be used:-
- A husband purchased products from Sonos, so he’s in the company’s customer database. Sonos might then try to influence his wife to get him a gift or their kids to buy him something.
- One member of the household who sees a hotel advert in France will find others in the household have seen it too, leading to the family making holiday plans.
- It could show parents ideas for their children and husbands the items his wife likes to look at.
This could spoil surprises or even expose cheating partners.
Many people already find the adverts that follow them around the Internet to be creepy. You look at a pair of shoes on Amazon then find every website you look at is showing you those same shoes. This new Facebook feature could take that creepiness to a new level.
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